LIC SMS - Strange Way of Wishing New Year

It is often said that you may not find electricity or drinking water in the remote place of India, but you will surely find an LIC agent. So famous is LIC that most of the people associate the term Life Insurance with LIC. I want to share one of the recent experience related to LIC with the Design Practice community.

Experience

It was a new year day - 1st January and was feeling relaxed as it was off day. I took my mobile to see the updates and messages from friends and relatives. There were lot of messages of New Year wishes. To my surprise, I got one message from LIC too, wishing me happy new year. I felt happy for a minute but the message consisted more information as shown below.

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It mentioned that “Please ensure premiums are paid upto Date. Update NEFT data in all your policies. For any policy query, call 02268******".

Strange & Weird! isn’t it?

Do you think it was the right time to say all this. I felt little bad. In the first day of the year and that too in the early morning, it was not right to say about “Premium Payment & NEFT Data”.

I didn’t know whether LIC has sent me the message for wishing new year or to remind me about the policy premium and NEFT data update.

Learnings:

1. Right message on the right time is necessary to not let down your brand values or personality.

2. Any unspecified information can lead to confusion. For example, LIC mentioned about updating NEFT data and that was confusing for me.

Suggestions:

1. LIC would have done one work at time i.e. sending only new year wishes would have been better.

2. They should stay away from sending unnecessary details

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